#127: The Amazon Algorithm Just Changed Everything

Read Time: 4.5 Minutes

The Amazon rules just changed.

And if you're an author selling books on Amazon, this is worth reading, so settle down with a cup of your favorite beverage and let's begin...

Over the past couple of years, Amazon has been quietly rolling out their new A10 algorithm. The old A9 system – the one that rewarded keyword stuffing and short-term sales spikes – has been officially retired.

And here's what most authors don't realize yet...

What worked three years ago to get that orange bestseller tag? It might not work anymore.

But before you spiral into panic mode, take a breath.

This isn't the end of your author career. In fact, for authors who understand the shift, this could be the beginning of something even better.

Let me explain what's happening, and more importantly, what you can do about it.

The Old Game Is Over

Remember when the go-to strategy was all about timing?

Launch a $0.99 promo, run a bunch of promo site traffic to it, watch your sales explode for a brief window, grab the obligatory screenshot of that bestseller badge while it lasted, and let Amazon's recommendation engine do the rest?

Yeah, Amazon really didn't like that.

They didn't like giving control of their bestseller lists to external promo sites. They didn't like books being #1 for an hour and then vanishing.

And they definitely didn't like the category gaming where romance authors, for example, were suddenly topping the "Religious Studies" charts just to get that little orange badge.

So they fixed it.

Amazon Bestseller Rankings are now a rolling average. The charts update once a day (instead of hourly). And those sales-burst tactics? They've been watered down like airport coffee.

But here's where it gets interesting.

The New Rules of the Game

The A10 algorithm has a new priority: organic engagement and external traffic over internal paid ads and short-term spikes.

Need that translating? Yeah, me too...

Amazon wants you to bring new customers to their ecosystem, not just shuffle existing Amazon browsers around their store.

Think about it from their perspective.

They're competing with Walmart (who just signed a data-sharing deal with ChatGPT), with Temu's aggressive pricing and growth, with direct-to-consumer Kickstarters, with AI-powered shopping bots that might send people anywhere.

Amazon wants to stay the big dog. And they're rewarding authors who help them do that.

Here's what the algorithm now prioritizes:

External Traffic – Sales from Facebook Ads, BookBub Ads, your email list, social media, and anywhere outside of Amazon's walls now carry more weight than ever.

Read-Through Rate – If readers buy book one and immediately grab books two through five, Amazon notices. They want to reward authors who turn casual buyers into series bingers. The same goes for standalone books and readers picking up multiple books in an author's catalog; Amazon notices that and is rewarding authors for it.

Strong readthrough not only increases your revenue and profits as an author, it also increases the customer lifetime value (LTV) for Amazon. It's a win-win. 

Sustained Sales – Long-term, consistent sales performance beats flash-in-the-pan sales spikes. The tortoise just lapped the hare.

What This Means for Your Ads

Your Amazon Ads still work. Let me repeat that because I know you might be sitting there quietly freaking out a little like I was when I first heard about this.

Your Amazon Ads still work.

But – and this is important – you're not getting the same organic boost from them anymore. Those internal ads don't create the ripple effect they used to.

When I first read about this, to me, it looked like Amazon were shooting themselves in the foot with this move. But they've got their head screwed on, they know what they're doing. 

Facebook Ads? BookBub Ads? Email list launches? Those external traffic sources just became more valuable than ever.

The Opportunity Hidden in Plain Sight

Here's where this gets exciting.

While everyone's panicking about algorithm changes, let's talk about what this really means: Amazon is rewarding authors who build actual audiences.

Your email list just became one of your most powerful asset. Those readers you can bring to Amazon on launch day? Pure gold.

The relationships you're building on social media? They matter more now.

That newsletter you've been putting off starting? This is your sign.

Because here's the truth: Amazon can change their algorithm whenever they want. But they can't take away your email list. They can't delete your reader relationships. They can't control the community you're building.

The authors who win long-term aren't the ones gaming the latest algorithmic loophole. They're the ones building sustainable businesses that can weather any change.

Your Action Plan (Because Strategy Without Tactics Is The Noise Before Defeat)

Alright, enough philosophy (if you're interested, that quote was from Sun Tzu, in his book The Art of War).

Here's what you actually need to do:

1. Start (Or Double Down On) Building Your Email List

If you don't have an email list yet, start today. If you do have one, make it your priority. Your email list is now more valuable than ever for Amazon rankings.

Set up a simple lead magnet (free short story, bonus chapter, reader magnet), add signup forms to your website, and start collecting those emails.

2. Focus On Reader Experience, Not Just Rankings

Write books people actually finish and want more of. Amazon tracks read-through, and they're using it.

This means: nail your endings, create compelling hooks for your next book, and build series' and catalogs that readers can't put down.

3. Build External Traffic Sources

Whether it's Facebook Ads, BookBub Ads, TikTok, Instagram, or carrier pigeons – find ways to bring new readers to Amazon from outside sources.

Test what works for your genre and audience. The algorithm is literally rewarding you for doing this.

4. Create A Sustainable Launch Strategy

Instead of aiming for that massive 90-minute sales spike (and the glorious orange bestseller badge), think about consistent sales over weeks and months.

Plan your launches to include multiple touchpoints: pre-orders, launch day email blast, week-long social media push, evergreen Facebook Ads and BookBub Ads driving consistent daily sales.

5. Stop Obsessing Over Rankings (Seriously)

Amazon only updates their Bestseller Ranks once a day now. Checking your ranking every hour is just anxiety with extra steps. 

Focus on sales data, read-through rates, email list growth, and reader reviews. These are the metrics that actually matter for long-term success.

The Bottom Line

Yes, the algorithm changed. Yes, your old tactics might not work as well.

But here's what hasn't changed: readers still want great books.

Amazon wants to connect readers with books they'll love. This algorithm update is just their way of doing a better job of figuring out which books those are.

Write books people can't put down. Build relationships with real humans. Create an audience that follows you regardless of the platform.

Do those things, and you're not playing the algorithm game anymore.

You're playing the long game. And that's the one worth winning.

The algorithm will change again. Maybe next year. Maybe next month. Maybe 2-3 years from now.

But the author who builds real relationships with real readers? That author is algorithm-proof.

Now go write something great.

To Your Success
– Matt